A NEW speed limit will come into effect on a 'dangerous road' known as an accident hotspot near Evesham.

National Highways has announced a lower speed limit for the A46 in a bid to improve safety.

Over recent years, the stretch of road near Hinton Cross has been host to numerous serious and sometimes fatal crashes.

Now, the speed limit will be temporarily reduced from 60mph to 40mph, with a view to making this permanent.

National Highways Route Manager Fiona McKenzie said:  “After listening to the concerns of police, parish councils and local MP Harriett Baldwin, we’ve taken the decision to reduce the speed limit to tackle the number of incidents at this location.

“Slowing the traffic on the main A46 will now give vehicles wanting to join from the local side roads extra time to complete their manoeuvres safely.

“We urge road users to be aware of the reduced limit once it comes into force and to adhere to it for their own safety as well as that of others.”

Evesham Journal: National Highways’s Heidi Skinner, Councillor Adrian Hardman, Harriett Baldwin MP and Victoria Lazenby also from National Highways.National Highways’s Heidi Skinner, Councillor Adrian Hardman, Harriett Baldwin MP and Victoria Lazenby also from National Highways. (Image: Harriett Baldwin)

Residents and politicians have been campaigning for safety measures to be introduced on the A46 for some time.

Among them is Lucy Fletcher, who was involved in a serious crash on the A46 eight years ago.

Then in 2021, her friend died after a crash involving a road sweeper on the same stretch of road.

Harriett Baldwin, MP for West Worcestershire, has also been calling for action and is delighted to see a lower speed limit introduced.

She said: “Anyone who drives along the A46 through Worcestershire knows that this can be a dangerous stretch of road and as someone who regularly has to cross the road, I’ve seen the treacherous junctions at first-hand, many times. 

“The community came together and spoke as one voice requesting action and I was happy to lobby National Highways on their behalf. This speed limit is an important first step and I hope that it also comes with a commitment to enforce the 40 miles per hour restriction. 

“The most important outcome that we all want is a safer road and the reduction of accidents along the A46, and I am thankful that National Highways has stepped up and given local people what they have campaigned for.” 

The new speed limit will cover a 1.5km stretch of road from just north of Hinton Cross to just south of the B4078 at Sedgeberrow.

New signs and road markings will be installed in the coming weeks.

Dates and traffic management for the work, together with the date the new limit comes into force, will be confirmed in due course.